scuits Company is boosting its Cadbury Special Occasions Biscuits range, the fastest-selling range of new products ever introduced into the UK’s £2 billion sweet biscuit category, with the launch of new Cadbury Wispa Biscuits.With annual sales of £10 million, the range currently comprises Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Caramel and Bournville biscuits.
David Costello, Burton’s Biscuit Company’s head of customer category management, said:
“The Cadbury Wispa Biscuits’ launch will build on Burton’s highly successful track record of introducing some of the UK’s best-loved brands into the biscuit category.
“The Cadbury Wispa brand has already been a major success across numerous new formats, including hot chocolate and chilled desserts.
“It will bring excitement and fun into the biscuit aisle, offering consumers a sumptuous eating experience.”
Merchandised in shelf-ready cases of 12, the 124g packs launch in stores nationwide at the end of July with an RRP of £1.79.
In addition to a £250,000 through the line campaign, the launch will be supported by heavyweight in-store activity, including a comprehensive range of POS and merchandising to attract shoppers.
